The Challenge —
How to Break into the Over Saturated Water Market?
So many health-conscious people are actively looking for water with “benefits,” these days, not “just” water. But it’s hard for them to navigate the barrage of claims in the oversaturated battleground of the Functional Water world. When we set out to overhaul the Oxigen brand with its unique offering of oxygen-enhanced water, we needed to find a way to help Oxigen’s brand and functional benefits stand out from the highly competitive market.
Client
Oxigen
Project
Brand Overhaul
Deliverables
Strategy, Media, Web Design, Social Channel Management, Social Content, Digital, Print, Packaging
Make it Mean Something
After analyzing the insights and learnings through primary research, surveys and focus groups, we found that consumers were jaded and overwhelmed by all the claims in the category. But a little information goes a long way; people want transferable and believable proof behind the scientific claims. When introduced to the natural benefits of the 04 molecule in Oxigen, with the restorative qualities oxygen offers the body’s system, customers found the categorical differentiation unique and positively compelling.
Hydrate With Purpose
The idea of duality and balance is important to the Oxigen line of products: Water and oxygen. Replenish and restore. Brain and body. Oxigen is about life in balance. By highlighting this duality, and making it key to the language, we found a way to build from the iconic nature of the 04 molecule in Oxigen waters giving customers the ability to “Hydrate with Purpose.”
Science Becomes Icon
When overhauling the brand identity and ethos, the goal was to keep the differentiation of the 04 molecule front and center across the individual products. Incorporating 04 into the new Oxigen logo ensured that the customer understood there was an iconic and formulated difference. Layering the iconic 04 mark over split images in our ads and content helped present the duality of water and oxygen, all while maintaining a look that communicates the benefits of “Hydrating with Purpose.”
A Brand Comes to Life
The iconic brand design and communication worked in a wide breadth of executions: one- and two-color offset printing, four-color packaging, flyers and sell sheets, outdoor, social media imagery and animation. The more we rolled the brand out, and the more we explored the dexterity of the brand language, the more it came alive and delivered on the brand promise.
